Many organisations collect feedback from customers and gather a lot of data from this feedback and other sources. Converting this data into result-oriented improvements and actions should lead to a better customer experience. However, not every customer experience (CX) management system clearly identifies how to effectively turn this data into courses of action. Here are three tips to help you critically review your CX management system.
Optimal use of your customer feedback system isn’t easy. Keep a few steps in mind. Think about what you want to know from the customer, and at what time. Don’t forget to view all the internal data that you already have. Use the correct methodology and systems to take a critical view of current measurements and tools that you use. Maybe they can use freshening up, or another approach can be taken to ensure that you are collecting the correct data.
Tip 1: Avoid too many questions
Many companies compete fiercely for customer feedback, often sending out numerous questionnaires after each interaction. They aim to gather insights that help make necessary changes to improve customer experience and foster loyalty. However, constant demands for feedback or unnecessary questions can irritate even the most loyal customers.
By collecting too much feedback, organisations risk becoming overwhelmed by the amount of data, which often goes unused. Instead, focus on gathering relevant data that drives action and improvement. Link customer feedback to existing customer resources to reduce the need for excessive feedback.
Also read: The future of Customer Experience (CX) for organizations
Tip 2: Don’t linger in a discussion about the numbers
Research shows that nearly 40% of organisations involved in customer experience get bogged down in discussions about the right customer insights and scores, and fail to turn these insights into actionable improvements. Most companies use metrics such as CSAT (customer satisfaction) or NPS (customer loyalty). Although NPS can link customer loyalty to revenue growth, many organisations struggle to convert these scores into targeted actions. They often debate the accuracy of the scores or focus too much on the scores themselves instead of ways to improve them.
Focus on using your CX metric to enable relevant changes that improve the customer experience, rather than getting stuck in discussions about the accuracy of the scores.
Tip 3: Use CX management tools to get the most out of the metric
Influencing results and converting data into follow-up actions remains a challenge for many organisations. Their CX management tools often do not provide the right insights, causing them to collect excessive data instead of critically assessing their tools.
Data becomes valuable when you combine multiple sources. Make as much use as possible of existing data and link it to customer feedback to avoid asking unnecessary questions (such as which shop or branch the customer visited). Ensure that feedback provides direct insight to the relevant department or employee, so they can translate the feedback into follow-up actions.
A priority matrix plots KPI scores against their importance across all possible sub-variables, providing a clear and concise overview for each department, customer journey step, location, or employee. This helps you understand which actions will improve the customer experience and which processes should be prioritized. By including open-ended customer responses, employees gain deeper insights into customer needs, making feedback more actionable.
Also read: Ten steps to a customer-centric organization
So, dare to take a critical look at your CX management system. Are you asking the right questions and bothering your customers unnecessarily? Does the organisation accept the score or does discussion arise? And are you using the right tool to convert feedback into targeted management information and actionable improvements? Or does it only provide a company-wide score and do you spend a lot of time on complex analyses and distributing information?
With the CYS solution, you can easily measure customer satisfaction, loyalty, and enthusiasm every day. Link the collected feedback to your internal customer and employee data, enabling a direct translation into follow-up actions per department or individual employee. This approach ensures that everyone within the organisation can work with customer feedback daily, stimulating continuous improvement.
